London-listed betting and gaming operator William Hill has renewed its exclusive sponsorship agreement with British tabloid newspaper the Daily Mirror for the 2016/17 football season.

The renewal will see William Hill continue to provide sponsored content within the regular Saturday Football print pull-out distributed inside the newspaper.

The bookmaker’s display ads will also feature in the Mirror’s online sports section, which for the first time will also include podcasts and video content created by William Hill.

“We are happy to again be working closely with the Daily Mirror sponsoring its fantastic Saturday football pull-out for 16/17 season,” said Matt Holmes, head of media at William Hill.

“We’ve partnered up with the Mirror for several years now, as not only do they offer true media value in a very competitive market, but also understand our need to engage with their readers by supplying great odds and relevant insights to help enhance their sporting experience.”

Andy Atkinson, sales director at Trinity Mirror, said: “William Hill and Trinity Mirror are two brands with a strong heritage in football and we’re delighted to continue our strong partnership with them again this year which promises to be our best year yet.

“Together we will build momentum throughout the season and support William Hill in driving brand awareness, user retention and acquisition to ensure they capitalise on key moments through the use of compelling and engaging sponsored content for our readers.”

The renewal adds to William Hill's widespread involvement in English football, with the bookmaker serving as an official betting partner of Chelsea, Everton and Tottenham Hotspur football clubs this season.